HIGHER EDUCATION DEVELOPMENT STRATEGY USING INTERNAL RESOURCES AND MARKETING MIX STRATEGY
HIGHER EDUCATION DEVELOPMENT STRATEGY USING INTERNAL RESOURCES AND MARKETING MIX STRATEGY
Keywords:
Seller market, Marketing mix, product, price, place, promotion, people, process, physical evidence
Abstract
ABSTRACT
As a producer of educational services, higher education is still a seller's market and potential students are flocking to enroll in higher education. The number of PTS and the number of students are relatively large, which causes competition between PTS, with the aim that future students choose higher education more rationally based on their own understanding of changes in the environment. For private higher education providers, the customers who directly use their services are students, and the competitors are providers of educational services at the same level. Changes include academic and non-academic internal initiatives and various forms of external pressure for this satisfactory agency service created by the marketing mix. Elements of this marketing mix strategy include 7P, 4P marketing mix (product, price, channel, advertising) and internal 3P resources (people, process, physical evidence) in service marketing
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Bing Sum, Cecilia Tsui Chung (2002), Quality In Higher Education: Policies and Practices A Hong Kong Perspective; Introdukction and Research Approach, June.
Chitine Moorman (1990), The Effects of Stimulus and Consumer Characteristics on the Nutrition Information, Journal Consumer Research.
David Brush M, Marian Friested, Gregory M. Rose (1994), Adolescent Skepticism Toward TV Advertising and knowledge of Advertising Tactics, Journal of Consumer Research, Vol. 21, June.
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Dellaert et al. (1998), Investigating Consumer Tendency to Combine Multiple Shopping Purpose and Destinations, Journal of Marketing Research, Vol. XXXV
Direktorat Jenderal Pendidikan Tinggi (2004), Strategi Jangka Panjang Pengembangan Pendidikan Tinggi 2003-2010, Informasi bagi Pengambil Keputusan
Dharmmesta, B. S & Handoko T. H (2000), Manajemen Pemasaran, Analisa Perilaku Konsumen, Edisi Pertama, Cetakan Ketiga, Penerbit BPFE, Yogyakarta.
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Engel et al. (1992), Perilaku Konsumen, Alih Bahasa Drs. F.X. Budiyanto, Jilid 1, Binarupa Aksara, Jakarta, 1992.
Engel et al. (1992), Perilaku Konsumen, Alih Bahasa Drs. F.X. Budiyanto, Jilid 2, Binarupa Aksara, Jakarta.
Ferdinand, Augusty (2002), Structural Equation Modeling Dalam Penelitian Manajemen; Edisi 2, BP Undip, Semarang
Fornel Chaes & Birger Wernerfelt (1987), Deferisit Marketing Strategy by Consumers Complaint Management, A Thoretical Analysis, journal of Marketing Research.
Ghozali, Imam (2004), Model Persamaan Struktural; Konsep dan Aplikasi Dengan Program Amos Ver. 5.0; BP Undip, Semarang
Hanssens, Dominique M (1996), Customer Information: Building A Strategic Asset, Chief Executive (may)
Hernamdez, Debra Gresh (1996), Profile of News Consumer, Journal Edition & Publisher, Vol. 130 Iss 3,
Ilayas, Yusniar (1999), Tantangan Perguruan Tinggi Swasta Indonesia dalam menghasilkan Lulusan Berkualitas Menghadapi Era Globalisasi; Jurnal Ekonomi Bisnis dan Koperasi (april), hal. 36-41
Joffrey Schmids & Spreng Richard (1996), A Praposed Model of External Consumer Information Search, journal of the academy of marketing science. Volume 24, no 3
Kaho, Josef Riwu, 1997. Prospek Otonomi Daerah di Negara Republik Indonesia, Identifikasi Beberapa Faktor Yang Mempengaruhi Penyelenggaraannya, PT. Raja Grafindo Persada Jakarta.
Khazabet, V.L (1997), Improving the Product Development Process; Industrial Management (March/April)
Khurana, Anil & Stephen R. Rosenthal (1997), Integrating the Fuzzy Front End of New Product Development; Sloan Management Review (Winter)
Kibildis, William (1998), The Product Devepment Challenge; CPCU Journal (June)
Kim, Joeon & Charles W. Mueller (1978), introduction to Factor Analysis: What It Is and How to Do It, London: Sage Publication
Kotler. (1997), Manajemen Pemasaran, Analisis Perencanaan, Implementasi, dan Kontrol, Alih Bahasa Hendra Teguh, SE, Ak. dan Ronny A. Rusli, SE, Ak, Jilid 1, Prenhallindo, Jakarta.
Kotler. (1997), Manajemen Pemasaran, Analisis Perencanaan, Implementasi, dan Kontrol, Alih Bahasa Hendra Teguh, SE, Ak. dan Ronny A. Rusli, SE, Ak, Jilid 2, Prenhallindo, Jakarta.
Kotler dan Amstrong (1995), Dasar-dasar Pemasaran, Alih Bahasa Drs. Alexader Sindoro, Jilid 2, prenhellindo, Jakarta.
Loudon, D. L & Della Bitta, Albert J. (1993), Consumer Behaviour, Concepts and Aplication, 4 th edition, Mc. Graw Hill Inc, New York.
Malhotra. (1996), Marketing Research, An Applied Orientation, Second Edition, Prentice Hall, A Simon &Schuster Compony, NewJersey.
Miller, Nancy J. & Rita C Kean. (1997), Factor Contributing to Inshopping Bihavior in Rural Trade Areas. Implcations for Local Retailrs. Journal of Small Business Management
Miyono, Noor (2005), Analisis Faktor-Faktor Kepuasan dan Pengaruhnya terhadap Perilaku Pelanggan Pada Tingkat Sekolah Dasar Swasta Islam di Kota Semarang, Jurnal Ilmiah Analisis Persoalan Ekonomi Terapan, Vol. 7, No. 1 (Februari)
Nawawi. (1997), Manajemen Sumberdaya Manusia, Untuk Bisnis Yang Kompetitif; Cetakan Pertama, Gajah Mada University Press, Yogyakarta.
Payne, Adrian (2000), The Essence of Service Marketing, Prentice Hall International (UK) Ltd.
Peterson, Robert T (1998), An Analysis of New Product Ideas in Small Business; Journal of Small Business Management (April)
Risdwiyanto, Andriya dan Dharmmesta, B.S (2001), Perkembangan konsep jasa pendidikan tinggi berbasis keinginan konsumen potensial; Journal Ekonomi Bisnis Indonesia,vol. 16.
Salim, Emil. (1991), Sumber Daya Manusia Dalam Perspektif. Dalam: Conny R. Semiawan dan Soedijarto (Ed), Mencari Strategi Pengembangan pendidikan Nasional menjelang Abad XXI. PT. Grassindo Jakarta.
Santoso, S (2002), Statistik Multivariat, Cetakan Pertama, PT. Alek Media Koputindo, Jakarta.
Sagir, Soeharsono, (1986), Kontribusi Pendidikan Dalam Menyiapkan dan Membina Tenagakerja Terampil, Kreatif, dan Mandiri Untuk Berbagai sektor pembangunan, Dalam: A.W. Widjaya. Manusia Indonesia, individu, keluarga, dan Masyarakat. Akademika pressindo jakarta.
Setiadi, J. Nugroho (2003); Perilaku Konsumen; Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran; Edisi Pertama, Prenada Media, Jakarta
Simonson, Itamar (1993), Get Closer to Your Customers by Understanding How They Make Choices; California Management Review (Summer)
Singaribun Masri (1999), Metode Penelitian Survay, LP3ES, Jakarta
Sumarman, Ujang (2003), Perilaku Konsumen; Teori dan Penerapannya dalam Pamasaran; Cetakan Pertama’ Ghalia Indonesia, Jakarta
Sumarni dan Soeprihanto. (1995), Pengantar Bisnis, Dasar-dasar Ekonomi Perusahaan, Edisi Keempat, Cetakan Pertama, Liberty, Yogyakarta.
Sutisna (2003), Perilaku Konsumen & Komunikasi Pemasaran; Cetakan Ketiga, PT Remaja Rosdakarya, Bandung
Soeratno dan Arsyad. (1995), Metode Penelitian, Untuk Ekonomi dan Bisnis, Cetakan Kedua, UPP AMP YKPN, Yogyakarta.
Stanton. (1996), Prinsip Pemasaran, Alih Bahasa Drs. Sadu Sundaru, Edisi Ketuju, Jilid 2, Penerbit Erlangga, Jakarta.
Terry L. Childers & Akstay R. Row (1992), The Familial and Peerbased Reference Group on Consumer Division, Journal of ConsumerResearch
Tjiptono, Fandy dan Chandra, Gregorius (2005); Service quality & Satisfaction; Edisi I, Andi, Yogyakarta
Tilaar, H.A.R. (1992), Manajemen pendidikan Nasional. PT. Remaja Rosda karya bandung.
Todaro, Michael. P. (1981), Econimic Development in the Third Word, Longman London.
Yudelson, Julian (1988), The Four Ps of Nonprofit Marketing; Nonprofit World (November/December)
Published
2022-10-28
How to Cite
Heru Yulianto, & Bambang Widjanarko Susilo. (2022). HIGHER EDUCATION DEVELOPMENT STRATEGY USING INTERNAL RESOURCES AND MARKETING MIX STRATEGY. Brilliant International Journal Of Management And Tourism , 2(3), 169-187. https://doi.org/10.55606/bijmt.v2i3.740
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Articles
